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FEBRUARY 2008 Pimping Rides p.92 Good Morning, The ABC Times Square icon is reborn.

Louis M. Brill

As a media façade, the ABC world that’s integrally involved A precursor to media facades Times Square Studios’ LED display with a major-TV-network program, Originally created in 1999 by its is a sight to behold. Nine, curvi- is trailblazing the future of media- corporate parent, the linear, horizontal, LED video façade-based “performance Co., the ABC Times Square ribbons undulate around the signage.” Studios’ LED spectacular is one facade’s front. Home to ABC’s Easily seen throughout Times of the area’s oldest such displays. , the Square, the display broke ground Having beamed more than 70,000 building presents what seems to as a media façade, a term that hours of news and entertainment be a gigantic TV screen that describes an LED video display that for eight years, the screen has displays network news and completely covers a building’s front recently been updated by D3 upcoming program and entertain- cladding. Media facades now prolif- (Rancho Cordova, CA), a full- ment previews. Actually, the erate on Times Square to capitalize service LED video-display firm that display, the only LED sign in the on the area’s advertising clout. designs and fabricates high-defini-

76 SIGNS OF THE TIMES / FEBRUARY 2008 Photo credit: Ida Astute, ABC Inc. Photo credit: Jason Barak, D3

A Times Square tradition. Each morning, as Good Morning America begins its live broad- cast, early-birds gather around the streetside studio windows to watch the program as millions watch on . Photo credit: Ida Astute, ABC Inc.

The Rockettes were featured on Good Morning America as they performed their tap- dance routines in front of the ABC TV studio building. tion LED video displays. grated LED display was divided Below that, the text-feature band D3 LED screens also appeared into nine, separate, horizontal, LED briefly summarized the story recently in several other Times ribbons, each approximately 133 ft. behind the video image. The Square sites, such as a display long, that extended lengthwise lowest ribbon broadcast sports replacement for the Armed Forces across the building. The first seven, news, and the one above that Recruiting station, the exterior full-color ribbons boasted a 50mm broadcast news headlines. displays on M&Ms® Retail World pitch and formed a video- To facilitate the ribbon’s unique (see ST, October 2007, page 90) ribbon screen across the front of shape, NYC-based Landmark Signs and Ripley’s Believe It Or Not the building. built a curved, steel, interlocking Odditorium (see ST, August 2007, To enhance the display’s visual frame that connected it to the page 90). appeal, a JumboTron LED building façade. Landmark built it Initially built by Multimedia LED videoscreen was embedded within in New Jersey, disassembled it and (Rancho Cordova, CA), the inte- the bigger Multimedia LED screen. re-assembled it in Times Square.

SIGNS OF THE TIMES / FEBRUARY 2008 77 Photo credit: Jason Barak, D3

Landmark Signs placed an impact-proof tarp over the studio windows to protect them as it installed each LED ribbon’s new D3 modules.

the Disney Co. decided to upgrade the original ABC Times Square LED display. During the summer of 2007, to prepare the ABC building for the new LED display, the original LED

Photo credit: Quinn Meadows, D3 sign was stripped, one ribbon at a time, to its bare, steel frame. Having removed the original LED segments, Landmark retrofitted the new D3 LED modules (WS-10 units) onto the existing steel frame, from the bottom up, using the same LED-module connection points that held the first LED display in place. At least 3,551 D3 LED modules, each 3.5 in. (8 ) wide x 3.25 ft. (100 pixels) tall, replaced the original LED screen modules. In a rare look from behind the LED facade, the individual LED modules, and their steel- frame modules, can be seen. An icon is re-installed The unique sign design encom- “Once the full marketing value of operations and manufacturing, passes huge glass studio of the ABC LED display was under- and a former project manager of windows that separate the seven stood by the Times Square adver- the original Multimedia project. ribbons above and the two tising community, it became a Having witnessed the upgrading below. Tony Calvano, Landmark springboard for many other LED of other displays, such as Coca- Signs’ principal, said replacing video spectaculars [HSBC, Pontiac, Cola (in 2005) and Budweiser (in them entailed careful planning. Wrigley’s, LG, Samsung, etc.],” said 2007) and the addition of new, full- “During our swap out and George Pappas, a D3 founding color, high-definition screens replacement of the ABC LED partner who’s currently in charge (Chevrolet, Pontiac and Prudential), modules, we started at the

78 SIGNS OF THE TIMES / FEBRUARY 2008 Reporting Live from Times Square Photo credit: ABC Inc.

Images that stream across the curvilinear ribbons of live imagery to be placed on the ribbon surfaces, we the ABC LED display will distort unless software needed real-time morphing capability. Show & Tell’s compensates for the curves. NYC-based Show & Tell control system implemented this for ABC. Now, in the Productions developed a state-of-the-art software front-end system, all image content, live or pre-created, system that controls image shape and acuity as it can be morphed in real time to create properly streams past each radius curve. The process continually aligned, distortion-free imagery for everyone who sees morphs pixel spacing as the image passes through the the sign throughout Times Square.” curves. Essentially, the software accelerates or slows The building facade regularly serves as a bumper down the image flow, and stretches or tucks the shot, as well as a backdrop for show and weather content to accommodate the screen’s radius curve. segments in the outdoor area in front of the studio. The D3’s Meric Adriansen said, “In the original system, ABC building facade has also been used as a back- the imagery was ‘pre-morphed’ with a plug-in Adobe ground for ABC News and ESPN Sports shows. In 2007, filter, which allowed the creation of properly aligned the ABC display featured World Cup soccer matches, images on its ribbon face. When we specified how the which attracted so many fans that they covered every new sign would operate, we noted that, in order for inch of Times Square as they watched the soccer match. bottom and worked our way where they were replacing each tight, curving, 3.5-ft.-radius corner upwards. By the third ribbon tier, ribbon of the modules. Daily, the of each ribbon: “The LED modules we were above the studio crew set the tarp under the work- on the inside radius curve had to windows, which meant we had space in the morning and removed fit seamlessly. Then, by working to protect each studio window it at the end of the day. from the radius outwards, we segment as we worked above it,” Because of its iconic presence, installed the rest of the ribbon, Calvano said. the original ABC sign operated going north to the ribbon’s edge To protect the windows from while it was retrofitted. Selectively, and then south to the other edge welding sparks and dropped each old LED ribbon was turned off of the display. As we moved from debris, Landmark draped and as its new module was installed. section to section, the tarp below rigged a fireproof, impact-resistant Calvano said the project began followed us, covering that section tarp across the windows, below with the most difficult part, the of studio glass. Once we perfected

SIGNS OF THE TIMES / FEBRUARY 2008 79 The new ABC Times Square “SuperSign” offers a 10mm pitch with a 25-times-greater image resolution over its predecessor sign. Photo credit: Ida Astute, ABC Inc.

the radius-curve insertion tech- dual processor to run the same development of the front-end nique, we did this with the other data signal twice in a parallel content-management system, eight ribbons. All together, we mode, as a backup feature; and which included the software that replaced the entire display in about • Hot-swappable backup power controlled the graphics, video, two and a half months.” supplies also run in parallel, animation and image morphing. which allows the backup power The original software for the first The new facade supply to immediately replace a ABC LED screen ultimately became The new ABC LED display offers failed, primary, power supply. a patchwork of fixes that adapted 25 times greater resolution than the screen to new software the original display. D3’s replace- The new, high-resolution LED upgrades and imagery techniques. ment display also includes: display required new software, In the new D3 version of the ABC • 10mm-pitch, LED-screen noted Meric Adriansen, a D3 LED display, additional control of resolution; managing partner who helped the video image allows the ribbon • Brighter color and better color develop the original sign’s opera- screen to display a complete image uniformity throughout the entire tion procedures (see sidebar on on all nine ribbons, not just the screen; page 79). He initially served as a upper six ribbon tiers, at the opera- • Data lines with a redundant software project manager for tor’s discretion; the bottom feature gigabyte Ethernet network, Multimedia, which installed the band and text ribbons can be added which allows a simultaneous ABC LED display. He oversaw the to show an even larger screen image

80 SIGNS OF THE TIMES / FEBRUARY 2008 The ABC Times Square Studios’ LED display serves as a full partner in promoting the network and other business units of the Walt Disney Co. Jan Chaloner, vice president, ABC ABC’s Window on the World Network Print, said, “We use the building display to market various ABC TV and synergy partners’ programming, includ- ing our television shows, sponsor content, and promotions Jan Chaloner, the vice president, ABC Network Print, for new TV programs and special TV shows. It’s also used and Richard Paris, director of operations, ABC as a backdrop for some of our live outdoor Times Square Television Network, explained how ABC’s Times broadcast events. Even better, it marks the location of our Square Studios’ LED display serves as a backdrop for broadcast center in Times Square and acts as a draw to live entertainment, on-air news broadcasts and enter- attract people to the first-floor TV studio, where they can tainment programs. watch ABC News Good Morning America broadcast as it Paris said, “ABC Times Square Studios upgraded the happens.” Talk about reality programming. ABC ‘SuperSign’ LED display not only to create a state- of-the-art, high-resolution LED display, but also Chaloner added, “The new sign has better technical because outdoor, electronic advertising has become capabilities to present live events, and it complements more important in connecting media with the public. that with on-the-fly scrolling text, during a live presen- With our new LED display, we can provide our spon- tation. As another new enhancement, we can transform sors with an opportunity to engage the 1.5 million the image from its normal size [the top seven hori- people who pass through Times Square daily. We can zontal ribbons] to display it over the full, nine, hori- also tie in the display directly with our live events and zontal ribbons on the front of the ABC building facade. with on-air broadcasting. Also, because interactive is When our clients understand this new feature, we getting more popular with outdoor advertising and the expect to have some truly spectacular video displays public, our new display addresses that feature as well.” for Times Square.” on the building façade. content on the LED videoscreens, dination of six or seven separate A single TV program or event and two “zipper” ribbons show LED ribbons. Also, the ribbon can be promoted on the smaller ABC News and ESPN sports bands and the Mitsubishi screen Mitsubishi insert screen, which headlines. can be used simultaneously to accompanies the primary LED Content design and placement create a cohesive marketing, video ribbon. Below that, the must also consider font selection promotion or branding message feature band identifies the video and logo placement, plus the coor- that combines graphics, copy and

SIGNS OF THE TIMES / FEBRUARY 2008 81 Photo credit: ABC Inc.

The ABC SuperSign shows off all nine ribbons as a video display.

video. Finally, existing, pre- facade. The display operation is now recorded television content Phil Lenger, Show & Tell’s presi- more compatible with such graphic (usually formatted in either 16:9 or dent, said, “We always provided a software as Flash applications. 4:3 aspect ratios) could be refor- daily video and graphic playbook Finally, the display can easily matted for the unusual aspect to help operate the ABC LED present live interviews from the ratios of horizontal LED ribbons. screen. With the new display in street, which comes in handy for place, Show & Tell rewrote and such special events as New Year’s Show and tell upgraded the show-control system Eve, parades and historic moments, The ABC TV staff and NYC-based to handle all of the screen’s new and personal reactions to Show & Tell Productions share the capabilities, including its high-reso- sportscasts. screen’s daily operation. Show & lution format, live broadcasting As Adriansen pointed out, the Tell developed the integrated, and, most importantly, a stream- original SONY JumboTron served as show-control system for the orig- lined operation of the overall play- a “sideshow” to a smaller, but easier- inal and new, ABC LED building book system.” to-view, insert screen. Now, these

82 SIGNS OF THE TIMES / FEBRUARY 2008 On New Year’s Eve, the ABC SuperSign prominently displayed sponsor promotions. Also, Diet Coke premiered advertising on the lower two LED ribbons and provided a 12-hour, countdown clock to midnight. To the right, awaited the Ball drop. positions have flipped-flopped; the LED spectacular (see ST, January building. As a result of this powerful bigger LED screen now creates the 2005, page 82), the FUSE display emphasis, our LED sign has a signifi- most visual impact. (see ST, May 2007, page 82), and cant life of its own. We’ve been on “Our ABC ‘SuperSign’ is so big,” the Enoshima Island Dragon the Super Bowl and Hollywood’s Chaloner said, “it engulfs your Tower (see ST, May 2005, page Academy Awards. The ABC viewing experience as you look 90).These unique designs, along SuperSign display has been shown around Times Square. with conventional make-overs in more movies with a reference to “Because the ABC SuperSign is (such as Coca-Cola, Budweiser, Times Square (Spider Man, Vanilla closer to the ground level, it’s etc.), have engendered a second Sky, Death to Smoochie, Enchanted, thereby ‘closer’ to the pedestrians generation of LED spectaculars etc.) than we can even count.” who view it. Other Times Square along urban byways. The ABC SuperSign, which signs are hung off the sides of the The curvilinear, ABC TV Studio integrates LED signage and TV surrounding skyscrapers, far above LED display has redefined a sign’s programming, is a destination for the pedestrians, giving the signs a function for its client sponsor. Times Square tourists, who first see more distant and less personal Now, content providers are “sign the sign on television. Now that’s presence.” casting,” or broadcasting visual the ultimate in signage, a display communications via displays in with its own television show. What Future spectaculars urban spaces. will happen next? Stay tuned. n ABC TV’s Times Square building is Richard Paris, director of opera- one of the pioneers of out-of-the tions, ABC Television Network, said, Louis M. Brill is a journalist and box, LED-screen design, which “It’s our way of using the sign to consultant for high-tech entertain- many other companies now use to distribute specific news and enter- ment and media communications. represent themselves. Such exam- tainment content on a daily basis to He can be reached at (415) 664- ples include the latest Coca-Cola the public passing by the studio 0694 or [email protected]

SIGNS OF THE TIMES / FEBRUARY 2008 83